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TealHelix: Building Resilience Through Inclusive and Personalized Food Labeling

Project description

Labels increase food industry sustainability and consumer protection

The push towards sustainability in the food industry has faced many challenges, particularly in adopting sustainable solutions for packaging and production. The EU-funded TealHelix project aims to leverage advances in digital and social technologies to develop innovative measures that empower citizen action through personalisation and inclusion in product labelling and consumer decision-making. The project will use motivational matching and create novel labelling approaches, incorporating insights into life cycles, environmental analysis, and consumer behaviour. Ultimately, this is expected to help reduce resistance to sustainable solutions and tailor interventions to better support vulnerable consumers.

Objective

The TealHelix advances the state-of-the-art by proposing a more precise and targeted approach – empowerment through personalization and inclusion. Using the underlying logic of motivational matching, we will develop a number of new labeling approaches and digital social innovations to guide and improve consumer decision-making. Such an approach will also enable us to address resistance to sustainability ideas and tailor our interventions to the heterogeneity in individual needs of vulnerable consumers. Combining insights from life cycle, social and economic environments analysis, measurement, and consumer behavior theories, we will develop a new measure to assess how individual and planetary preferences for various sustainability dimensions can be aligned to reach sustainability goals. Next, we will test a number of means of transmission: traditional labeling approaches, digital and brick-and-mortar retail labeling approaches, and smart labeling approaches. To sustain and scale the change, we will develop integrity guidelines and new sustainability information provision standards for the industry. We will leverage the interdisciplinary and transdisciplinary competencies of the consortium in marketing, consumer behavior, psychology, environmental, information sciences, as well as in communication, retailing, and standard-setting industries. The project will generate multiple novel methods to study labeling approaches and original empirical evidence through machine learning-based 'big data' analysis, large-scale surveys, experience-sampling and micro-level experiments. Finally, we will integrate the findings into digital social innovations powered by AI tools to support labeling solutions. As a result, we will provide a deeper understanding of how various external environments shape attitudes and beliefs towards food sustainability labeling, how to motivate consumers to follow sustainable labeling guidelines, and how to include the ones who are in greatest need.

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Programme(s)

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Topic(s)

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Funding Scheme

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HORIZON-RIA - HORIZON Research and Innovation Actions

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Call for proposal

Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.

(opens in new window) HORIZON-CL6-2023-COMMUNITIES-01

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Coordinator

KATHOLIEKE UNIVERSITEIT LEUVEN
Net EU contribution

Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.

€ 1 225 187,50
Address
OUDE MARKT 13
3000 Leuven
Belgium

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Region
Vlaams Gewest Prov. Vlaams-Brabant Arr. Leuven
Activity type
Higher or Secondary Education Establishments
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Total cost

The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.

€ 1 225 187,50

Participants (16)

Partners (2)

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